Pozicioniranje proizvoda pomoću metode višedimenzionalnog skaliranja na primjeru zanatskog kruha

master's thesis

• Title (english): Product positioning using the multidimensional scaling method on the example of artisanal bread
• Author: Vlatka Deverić
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Branka Šakić Bobić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2024-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Anketno ispitivanje provedeno je na uzorku od 100 potrošača kruha na zagrebačkom tržištu. Za utvrđivanje tržišne pozicije zanatskog kruha korištena je metoda multidimenzionalnog skaliranja. Zanatski kruh brenda Bread Club, uključen u istraživanje, zauzima jasno različitu tržišnu poziciju u odnosu na industrijske brendove kruha (Dubravica, Mlinar, Pan-pek). Kako bi se utvrdile razlike između kruhova, dodatno je provedeno ocjenjivanje njihovih organoleptičkih obilježja, koja su uključivala okus, miris, prozračnost teksture te hrskavost korice. Ispitanici različito percipiraju organoleptička svojstva zanatskog i industrijskog kruha, pri čemu zanatski kruh ima bolji imidž. Rezultati istraživanja daju vrijedne informacije proizvođačima zanatskog kruha za izradu marketinških strategija.

Abstract (english)

A survey was conducted on a sample of 100 bread consumers in the Zagreb market. A significant number of respondents were unaware of the difference between industrial and artisanal bread. The method of multidimensional scaling was used to determine the market position of artisanal bread. The artisanal bread from the Bread Club brand, included in the study, occupies a clearly defined market position in relation to industrial bread brands (Dubravica, Mlinar, Pan-pek, Mlinar). To identify the differences between the breads, an additional sensory evaluation was conducted, assessing attributes such as taste, aroma, texture airiness, and crust crispiness. Respondents perceive the organoleptic properties of artisanal and industrial bread differently, with the artisanal type having a better image. The research results provide valuable information for artisanal bread producers in developing marketing strategies.

• Keywords: višedimenzionalno skaliranje; potrošači; zanatski (craft) kruh
• Keywords (english): multidimensional scaling; consumers; artisanal bread
• Language: croatian
• URN:NBN: urn:nbn:hr:204:932823
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-10-02 11:43:23